Innovation in product and service marketing has redistributed wealth for ages. Yet one area where innovation has completely stagnated is messaging. The ads and sales copy developed in the 1880s by Lord and Thomas are the same as today. Words like “sale, quality, buy, and new” were commonly used then and now.
Why can’t we innovate the message? Sure, we can sing it, animate it, give it life with video. And tomorrow we’ll add more dimension and experiential verve with virtual reality. But the real innovation in messaging will not be in copy, art or delivery but in how we craft behavioral cognition. Rather than tell someone what to do, we need to help them conclude they want to do it. Make if feel more like their choice. Facilitate and stimulate the behavior.
The old AIDA principle of selling: awareness, interest, desire and action is still a valid construct. Yet most messaging today concerns itself only with the last step action. Innovations like Twitch Point Planning and other customer journey approaches account for all steps to a sale. Let’s court our consumers appropriately.